Sing a song of sixpence

In case you haven’t seen it, Walmart and American Express have teamed up to create Bluebird, an alternative to traditional banking. Think of Simple with the added benefit of Walmart’s massive retail network. What I find interesting is that the product is designed to appeal to the low-income unbanked, but their advertising and branding reflect a more upscale target. Is this a branding misstep, or just another example of Amex’s aspirational brand brilliance?